The BikeGlow is unique from other bike lights on the market in that it's a 10-foot tube of light that can be wrapped around a bicycle's frame, enabling motorists to see the cyclist from any angle.

Now, the light is about to go global, just a year after the three men decided they were going to invest in their idea, said Cobb, adding that worldwide distribution contracts should be signed in a matter of weeks.

"We're really excited," Cobb said of the light that was endorsed by Team Type 1 as it participated in the AMGEN Tour of California in February. "The market is unbelievable. It's not another headlight. It's not another taillight. There hasn't been a different kind of bike light on the market in years. BikeGlow is going to explode."

The bicycling industry already seems to be getting excited about the newest arrival to the bike light scene.

"When your article came out, there were all kinds of bike blogs and media outlets -- including one in Spain -- picking it up," Cobb said. "We weren't ready for that yet."

But the trio, whose day jobs include being a sales manager for a local research company, a Caltrans structural engineer and a small business owner, is ready now. After selling individual units for $24.99 online at bikeglow.com since December, BikeGlow shipped to stores for the first time in July. It's carried by local bike shops, the Mike's Bikes chain in the San Francisco Bay Area and national outdoor retailer REI. Sales have been brisk, helped along recently by Burning Man, an art event in Nevada's Black Rock Desert, the shops reported.

"About once a week, someone would call or come by asking about it," said Sam Burton, sales associate at The Bicycle Trip on Soquel Avenue. "But for Burning Man, a lot of people have been asking for them."

Jessi Hance is one of BikeGlow's repeat customers. The longtime bicycle commuter bought lights for several friends after seeing the effect her BikeGlow light has had on her nighttime rides.

"I've noticed a trend of drivers who are going the same route as me giving me a wider berth," she said. "That definitely makes me feel safer. Some years ago, I was hit from the side in the dark because a driver didn't notice me, even though I had front and rear lights. I hope the BikeGlow will reduce the chances of that."

About 70 percent of vehicle versus bicycle crashes involve the cyclist being hit from the side.

"I would never, never, ever suggest a BikeGlow light instead of front and rear bike lights," Hance added. "Rather, it's a great complement, to make you visible from the side as well as from in front or behind you."

But the BikeGlow bike light isn't for everyone, said Burton.

"It takes a certain person for that," he said. "It's a good idea for safety on your bike but the average commuter doesn't go for it. Most people are going for the basic blink light for the rear."

The Bicycle Trip's most popular light is the Australian-made Knog head and tail lights, Burton said. The Knog Gekko and Frog lights cost $27 and $11.99, respectively. Meanwhile, the light that comes close to the BikeGlow in providing protection from side impact is the Down Low Glow, a product out of Berkeley that mounts to the lower areas of a bike's frame, illuminating the ground under the bike, Cobb said. The Down Low Glow goes for $115.